Why Your Existing Fanbase is the Biggest Untapped Revenue Opportunity for Multi-Property Organizations
When it comes to multi-property organizations, your best leads are already right in front of you. Research shows that, among the fans of properties owned and/or operated by a parent company, less than 10% of fans have purchased tickets from more than one property¹. Multi-property organizations have the potential to drive significant revenue by identifying and engaging with existing fans across their entire fan universe. They simply need access to a reliable, unified view of their fan data and a way to make valuable data-driven insights easily actionable.
Imagine: A parent company owns two properties, a baseball team (Property 1) and a football team (Property 2).
Fan A purchases a ticket to a baseball game. They buy a jersey at the stadium, opt-in to receive a digital marketing newsletter, and eventually become a season ticket holder. Fan A’s purchase history, demographics, geo-location, and engagement behavior are captured by Property 1.
Fan B purchases tickets to a football game every few weeks, taking advantage of food and beverage offers they receive via the team’s mobile app. They also subscribe to Property 2’s digital streaming service. Fan B’s purchase history, engagement preferences, mobile app activity, and streaming data is captured by Property 2.
Both Property 1 and Property 2 have collected valuable fan data. Their sales, marketing, business intelligence, ticketing, and corporate partnership teams can use this data to better understand fan preferences, identify behavioral trends, and build personalized campaigns that increase fan engagement and drive revenue.
There are a number of ways the parent company can leverage this fan data. For instance, Fan A may be an excellent candidate for cross-sell, becoming a fan of both the baseball team (Property 1) and football team (Property 2). But because this data is siloed within each individual property, the parent company has no visibility into these valuable insights.
To track the fan journey across all properties and surface actionable data insights, the parent company would need to manually analyze the data set of each property and piece together the journey for each and every fan.
A unified and reliable single customer view compiled from across all properties provides parent companies with invaluable data-driven insights. It empowers the entire organization to better understand their fan universe, uncover promising cross-sell leads, and identify new opportunities to drive fan engagement and revenue that would otherwise remain hidden.
Multi-property revenue potential
If, on average, less than 10% of fans purchase tickets across multiple properties, more than 90% of a parent company’s fan base has untapped revenue potential. Depending on the number of properties, the volume of fans, and the average revenue generated per property, this can easily translate into millions of dollars in unrealized revenue.
Understand how and when fans engage with each property
A unified multi-property view of fan engagement and behavior enables parent companies and individual properties to set specific objectives for fan engagement and revenue — and drive results for the entire ecosystem.
Demographic and behavioral data; ticketing and merchandise data; engagement, avidity, and propensity scoring; and data from digital products such as streaming services and mobile apps, form a comprehensive picture of how fans engage (or don’t engage) across properties. As a result, multi-property organizations can leverage their entire fan data asset to:
● Segment fans based on demographics and behaviors
● Track and analyze segments to identify the best cross-selling opportunities
● Target and engage fans with personalized marketing campaigns
● Run A/B tests to identify the most effective outreach strategies
● Optimize marketing strategies, resourcing, and budget allocation
How to achieve a multi-property view with a time-strapped team
Historically, parent companies that want multi-property insights have had to invest significant time, money, and resources to realize any actionable insights from their property’s fan data. Thankfully, things are much, much simpler now.
StellarAlgo is the first and only platform to give parent companies a single view of the fan across multiple properties. With deep experience in fan data analysis and strategy, the company partners with leading sports and entertainment organizations to leverage the power of their full fan data asset.
Beyond making the data easy to access, StellarAlgo makes data easy to action. Teams, leagues, properties, and their partners can leverage Stellar Plays — proven, step-by-step sales and marketing strategies that map to in-season and off-season business cycles — to drive measurable impact for their organization.
For parent companies interested in multi-property fan data insights, StellarAlgo is a powerfully easy and cost-effective solution. The platform is trusted by major sports properties from the NBA, NHL, MLB, MLS, and NFL; media giant Warner Bros. Discovery Sports (previously WarnerMedia Turner Sports); and big-name brand partners like Toyota, Levi’s, and Skip the Dishes, among others.
Learn more about StellarAlgo’s Multi-Property functionality
¹Based on an analysis of StellarAlgo’s Multi-Property partners, 92% of fans have purchased a ticket from only a single property while 8% have made ticket purchases across multiple properties.